In a transformative turn for global tourism governance, Shaikha Al Nowais of the United Arab Emirates has been elected the next Secretary-General of UN Tourism, following a crucial vote by the Executive Council in Madrid, Spain, on May 30, 2025.
This historic election marks a significant milestone as Al Nowais becomes the first woman to lead the international tourism body since its establishment, heralding a new chapter for the organization.
The election was a highly anticipated event that captured global attention, attracting tourism ministers, diplomats, and industry stakeholders eager to see which candidate would emerge victorious in one of the most competitive elections the agency has witnessed.
Al Nowais, currently serving as Corporate Vice President at Rotana Hotels in Abu Dhabi, started strong in the selection process.
She garnered 16 votes in the initial round and swiftly developed a consensus among the council members, ultimately winning 24 votes in the second round—significantly exceeding the 18 votes needed for nomination.
This achievement not only marks a breakthrough for female representation in tourism leadership but also enhances the United Arab Emirates’ influence in setting the global tourism agenda.
Pending formal ratification by the United Nations General Assembly, Al Nowais is set to officially take office in January 2026, leading the organization through the 2026-2029 term.
A Vision for Global Tourism
Upon her nomination, Al Nowais presented an ambitious and comprehensive agenda focused on transforming global tourism through five strategic pillars.
These pillars include:
1. **Responsible Tourism**: Promoting tourism that safeguards the environment, honors cultural heritage, and equitably benefits local communities.
2. **Capacity Building**: Empowering women, youth, and local leaders to take charge of tourism development initiatives.
3. **Technology for Good**: Encouraging innovative practices that enhance travel experiences while ensuring data privacy.
4. **Innovative Financing**: Developing sustainable investment models to bolster long-term tourism infrastructure.
5. **Smart Governance**: Enforcing transparent and accountable governance mechanisms within UN Tourism and its related initiatives.
This agenda signifies a shift away from conventional tourism management approaches, advocating for a future-oriented perspective that aligns with global priorities as the travel industry rebounds post-pandemic.
Abu Dhabi’s Growing Influence
Al Nowais’ election brings increased attention to Abu Dhabi, which has recently intensified its investments in tourism infrastructure and world-class entertainment projects.
Among these initiatives are a new Disneyland park, a Las Vegas-style entertainment venue called the Sphere, and expansions into heritage tourism and cultural sites, alongside advancements in smart city travel technology.
These bold moves highlight the UAE’s aspirations to establish itself as a premier global tourism hub, a trajectory that Al Nowais’ new role will likely amplify.
Reflections from Fellow Candidates
Al Nowais faced stiff competition from six other candidates, with Greece’s Harry Theoharis achieving second place with 11 votes.
As the former Minister of Tourism of Greece, Theoharis gained recognition for revitalizing the nation’s tourism sector amidst the challenges posed by the COVID-19 pandemic.
Following the election, he congratulated Al Nowais and affirmed Greece’s commitment to contributing positively to international tourism policy while promoting green development, community empowerment, and institutional transparency.
Mexico’s Gloria Guevara, a long-time advocate for global tourism who had previously served as the country’s Minister of Tourism, was unable to advance after receiving only eight votes in the first round.
In her concession, Guevara expressed gratitude towards the government of Mexico and President Claudia Sheinbaum Pardo, committing to continue her support for global tourism initiatives.
Meanwhile, Ghana’s Muhammed Adam, endorsed by the African Union, received just two votes in the first round, leading to his elimination.
Although his campaign did not succeed, it served as a significant platform to raise awareness regarding the essential representation of developing nations in global tourism governance, emphasizing the need for technical assistance and multilateral support.
Challenges Ahead for the New Secretary-General
As Shaikha Al Nowais prepares to take her new position in 2026, several pressing challenges lie ahead that will shape her leadership.
One of the primary issues is the decline in membership, with key players such as the United States, Canada, and the United Kingdom having withdrawn from UN Tourism, citing dissatisfaction with governance and value.
Restoring trust and re-engaging these former members will be crucial for the organization’s credibility.
Additionally, Al Nowais must navigate the complexities of post-pandemic recovery, aligning the organization’s resources with the evolving landscape of the tourism industry while addressing health safety, digital transformation, and sustainable strategies.
Equitable development remains another significant concern, as ensuring that smaller and developing nations receive the necessary support for tourism development is crucial for an inclusive global tourism framework.
A Strategic Role in Global Tourism
The Secretary-General of UN Tourism occupies a vital position at the intersection of policy, diplomacy, and industry, influencing a sector that contributes over 10% to the global GDP and supports hundreds of millions of jobs worldwide.
Al Nowais’ appointment is more than a win for gender equality; it also signifies a strategic shift toward 21st-century governance in tourism, emphasizing agility, equity, collaboration, and innovation.
This leadership transition presents both opportunities and responsibilities for industry professionals, governments, and communities as they seek to establish a more inclusive, climate-resilient, and technology-enabled tourism system under her leadership.
A New Era Begins
With her election, Shaikha Al Nowais not only becomes the first woman to lead UN Tourism but also embodies a transformative vision for how tourism leadership can evolve moving forward.
Her dynamic platform, coupled with a keen understanding of the challenges ahead, sets a promising tone for what many anticipate will be a groundbreaking administration.
As the global travel sector adapts and evolves in the aftermath of the pandemic, addressing issues like climate change and digital disruption will call for strong, innovative, and transparent leadership like Al Nowais has promised to provide.
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